Produced by Tiger Sniff Commercial Consumer Group
Author|Zhou Yueming
Editor|Miao Zhengqing
Title picture|Stills from "Journey to the West".
When you ask a clothing blogger about a certain term in the field of physical chemistry and she answers it fluently, you know that the fashion industry is about to do something new again.
These terms have begun to appear in the Baidu search bar of the first batch of fashion girls: mint mambo, Tyndall outfits, the last new term that appears intensively, is the Maillard system that has just been eaten, and the last one is called dopamine wind.
The new concept of the fashion world is moving faster and faster, so fast that the style is ready to go out of fashion as soon as the favorites are stuffed with carefully selected clothes.
Summarizing these fashion neologisms, it will soon be possible to discover their "manufacturing process":
First of all, choose a scientific term that ordinary people are not familiar with, and then change the suffixes such as reaction and effect to XX style and XX dress. This term must be cross-border enough and unfamiliar enough, revealing three points of low-key, four points of unpopularity, and five points of pretense.
For example, mint mambo. Peppermint is known to everyone, and Mambo is said to be a free-spirited Latin dance. According to Baidu Encyclopedia, most people think that the name of the mambo dance is the title of a shaman-priest from Haiti, and the name of the mambo describes people falling into a hypnotized frenzy. In this sentence alone, the words Haitian, sorcerer, priest, hypnosis can bluff people for a while.
And Tyndall's outfit, which appeared soon after the mint mambo, was even more powerful. Baidu Encyclopedia shows that the Tyndall effect is an important optical property of colloidal dispersion, which is widely used in colloidal identification experiments. When a beam of light passes through the colloid, a bright "path" can be observed in the colloid, such as the light path that appears when the laser pointer irradiates the colloidal solution, and the bright light path in front of the headlights of a car in fog. After reading these few sentences, you have to knock it several times.
In addition to having an unfamiliar noun to support the scene, secondly, the word should not be too abstract, and it is best to be full of pictures or mobilize other sensory organs.
For example, when you see Maillard, you can easily think of the scene of the steak bubbling when it is fried, although I don't know if the inventor is a foodie, but it should still be quite pleasant to think of eating steak when you buy clothes.
Not to mention dopamine, it is a happy hormone in itself, and it doesn't even need to be mobilized to stimulate the picture, it starts to stimulate directly from the root.
In fact, the word-making movement in the fashion industry is quite common.
For example, International Klein Blue, which also frequently appears on major social media, is named after the French artist Yves Klein. Fifty years ago, he worked with paint dealers to create his own blue, patented and exhibited eight panels of the same size, painted with ultramarine-like paint, at the Milan Art Exhibition, making the "Klein Blue" officially unveiled to the world, and since then the color has been officially named "International Klein Blue".
However, compared to this new concept of creation, the words Maillard, mint mambo, and Tyndall wear seem to be almost hot, and after a closer look, you can find that they are basically new wine in old bottles.
For example, if you tell your mother about Maillard style, she will definitely not hear it, but as soon as she talks about the color of the earth, she will understand it instantly.
Another example is Tyndall's outfit, everyone is at a loss, but when it is changed to a gradient color, everyone understands it and gives you a look of "what to pretend".
The same goes for mint mambo, if you think that this style is to express the contradictory artistic connotation of the tranquility represented by mint + the wild mystery represented by the mambo, then you think too much, judging from the pictures posted on various platforms, it is not much different from the small freshness that was popular in previous years.
If you have to talk about the wild connotation of Mambo's representation, Brother Monkey may be more in line with it
The popularity that was manufactured
Although it has little to do with artistic expression, from a commercial point of view, this kind of word-making marketing action was quite successful for a while.
For example, after the Maillard style was proposed, it was once hyped by Douyin, and it created 1.6 billion exposures within a week of its launch. The clothing merchants who are unsalable in earthy colors are busy again, and various color-related fields such as home improvement and beauty have once again found new angles for hype. Perhaps seeing the success of the business, this strategy began to appear more frequently.
In fact, in the fashion industry, this business model is very common, and fashion has always been artificially made.
For example, the annual popular colors are mainly participated by three organizations such as TCCA, CMG, ICA, and large companies in related industries in various countries, and the color trends for the next one to three years are formulated and released through the method of committee discussions. Participants should consider many factors other than fashion, such as current events, such as new printing and dyeing techniques.
TCCA designs a variety of popular colors for various industries every year, including cosmetics, interior design, clothing, etc., and each industry has a committee of 8-12 people, known as "Color Czars", and finally selects 44 colors to make a color palette.
One year after the three predictions, the textile industry will launch specific forecasts for its own market, that is, at textile trade fairs around the world the year before the sales season.
Generally speaking, in the ready-to-wear industry, the popular color will be adopted by those high-end ready-to-wear manufacturers first, and then by the ordinary ready-to-wear manufacturers, which used to form a 2-3 year color cycle, but now after fast fashion is popular, the speed will be faster.
This point was vividly depicted in the movie "The Queen Wears Prada":
In the play, Miranda, the female devil, said to the heroine who disdained the fashion industry at the time, "The blue striped sweater you picked, you thought you carefully chose this dress according to your intentions." But first you don't understand that the dress isn't blue, it's turquoise or glass, it's sky blue, and you don't understand the fact that the sky blue dress first appeared at the Oscar de la Renta show in 2002, and then Yves Saint Laurent showed off the sky blue military collection. Soon, sky blue appeared in the next eight designers' shows, became popular in high-end stores around the world, and finally became popular on the streets on a large scale, even on the dirty waste pickers. This sky blue has generated millions of dollars in profits and countless jobs, and the incalculable amount of effort has been put into it...... You think you're wearing this dress that you chose yourself, you think you're outside of the fashion industry, but in reality, you're wearing clothes that the people in this room have chosen for you, out of this bunch of things. ”
When a popular color or style may affect tens of millions or hundreds of millions of yuan in the industry, it is not uncommon for fashion black words to appear even if they become one a month.
However, it is worth noting that in the past, the popular discourse and fashion industry were basically dominated by Europe and the United States, but most of the new concepts such as Maillard style and mint mambo were jointly promoted by domestic fashion media and social platforms. For example, Maillard style is a trend word proposed by GQ editors after summarizing the shows of major brands in 2023 Paris Fashion Week, which was later hyped by Douyin, and the word mint mambo also appeared in the 2024 Douyin new trend spring wear trend jointly launched by Douyin e-commerce clothing and Zhizu GQ. After tasting the sweetness, domestic institutions have also begun to amplify their ambitions to dominate the discourse of fashion and fashion.
So, girls, what's next?
I asked ChatGPT about this and he said "Green Pop", which sounds pretty good.
You're a fashion editor who references word-making styles like dopamine, Maillard, mint mambo, Tyndall outfits, and if you had to develop your next fashion concept, what would you launch?
If I were to create a new fashion concept, I would introduce the concept of "Green Pop". It's a passion for eco-friendly and sustainable fashion, as well as a love for pop art's bright, bold colors and patterns. "Green Field" represents the pursuit of environmental protection, and "Pop" represents the passion for Pop Art. I hope that through this concept, people will be encouraged to choose as sustainable and eco-friendly options as possible in their fashion choices, while also having fun with art.
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